Published this Thursday (7), the total investment of the 300 branches was R$ 20 billion
Cenp-Meios released the ranking of the agencies that bought the most media in 2021. The top 5 on the list includes WMcCann, Publicis, Africa, AlmapBBDO and DPZ&T. The panel measured media investments made through 300 advertising agencies across Brazil.
The total invested in 2021 was BRL 20 billion. In 2020, the investments indicated by Cenp-Meios were BRL 14.2 billion, with a panel of 217 branches, and, in 2019, before the pandemic, of BRL 17.5 billion, with data from 226 branches.
The ranking is formed by data that reach the Cenp system directly from the information of the IPs effectively executed by the participating agencies on behalf of their clients-advertisers.
In addition to the amount invested, the system tabulates the means of communication, region and states in which the investments were made. The data are presented in reais and dollars and allow the determination of the share of the media, regions and states in the advertising cake, according to the entity.
Another characteristic of Cenp-Meios is to separate the investments of the branches’ headquarters from their branches, in order to make the investment by states more precise.
In https://cenp.com.br/cenp-ranking/ it is possible to access the complete ranking, national and by states, and more information about the panel, including data from previous years.
TOTAL ACCURACY
For Luiz Lara, president of Cenp, the resumption of investments demonstrates the strength of advertising. “It was no surprise. It happened before, it will happen in the future: whenever you want to accelerate the end of a crisis, advertising is an indispensable, powerful and quick tool”, he says, citing the study released by Cenp last year and produced by the consultancy Deloitte, according to the which each real invested in advertising yields R$ 8.54 for the economy.
For Lara, Cenp-Meios is a practical demonstration of the benefits of self-regulation. “It is important information and much awaited by the market, being an indicator with total accuracy of its information and that helps advertisers, vehicles and the agencies themselves in their strategic decisions, communication with consumers and building brands”.
Salles Neto, coordinator of the Cenp-Meios Technical Committee, CTCM, highlights the growth of agencies participating in the panel, of 37% compared to 2020. “This growth certainly reflects the recognition that the market gives to Cenp-Meios and the ranking of agencies ”, celebrates. “It is very rewarding to see it grow and become such an important reference for advertising”, says he, who created the Inter-Meios Project, which can be defined as a predecessor of Cenp-Meios.
